Sign & Digital Graphics

October '14

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78 • October 2014 • S I G N & D I G I T A L G R A P H I C S MASTER'S TOUCH 78 • October 2014 • S I G N & D I G I T A L G R A P H I C S colors and couch styles. In both cases, the designer will tune their taste and knowl- edge so that the choices become a coher- ent direction that the client will love. The key is to be flexible and listen deeply while presenting a lot of options. In this case, the client was sparked by an unexpected sample I did for another engineer who develops historic light- rail lines in town. I would have thought brushed steel would be too retro for them, but they liked the substantial, industrial and engineered look that was tangibly real and functional. When selling anything it is worth looking to the client to have them tell you what they like, even if they can't explain at first what that actually is. As sales people, we are giving the cli- ent points of reference that help them become inspired. This particular client was working in an industry I can barely comprehend. At the same time, we were peers who were collaborating together. As a rule, I put myself in position to be a conduit so that the creativity can become mutual. I see if we can agree that they would be better served to place taste and effectiveness above price. Once they get rolling along this line of reasoning, I point out that the art and design decisions I sold this sanded Cor-ten steel letter from Gemini based on a 2" sample letter. Or rather it sold itself. Later I discovered that larger water-jet steel letters are not truly flat and that straight belt sanding-to-flat would be more involved if not impossible with this small belt sander. I created a unique distressed finish with a combination of 80 and 220 grit orbital sanding, with a final unifying pass on the belt-sander.

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